The phrase was apparently uttered by supermodel Kate Moss who, during a 2009 interview with fashion news website WWD, was asked if she had any mottos.

"There are loads of mottos," she replied. "There's 'Nothing tastes as good as skinny feels.' That's one of them."

"You try and remember but it never works," she added.

After her comments were picked up by the mainstream media critics were quick to slam Moss for being irresponsible, saying that as a role model to millions of girls and young women, she could encourage more of them to lose an unhealthy amount of weight in order to achieve the "skinny" look.

Since then the phrase has been adopted by pro-anorexic websites and inspired hundreds of Internet memes.

Sorry B&M Stores but this doesn't go far enough. For starters it's not clear whether you're withdrawing the product from sale. Nor does it offer any sort of apology or acknowledgement that a mistake has been made.

So far mental health and eating disorder charities such as Mind and Beat haven’t commented on the product.